Who: Air Canada
What: New Air Passes
When: November 2006Where: Marketing Magazine
Why: Silver Medal in the Newspaper category of the annual awards publication
How: It was a PR case that didn’t need a resolution
Air Canada used PR to garner free air time in Canada, a significant amount too; over $1.2 million worth to be exact! Air Canada partnered with CanWest Media and delivered paid advertorial on a limited edition National Post to hype the Sky Parade. Air Canada went so in depth that they even got old fashioned paperboys to hawk the paper as an extra, reminiscent of the 1940’s. This campaign is an excellent case to study; creativity was awarded with record sales following the event, as well as the silver award in the newspaper category of the awards annual. I like seeing stories like this, as opposed to reactionary public relations for mishaps. The work that Air Canada had cannot be considered a trend, and that in itself is what makes it stand apart from the clutter.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment